The role of branding in B2B marketing

Brand positioning is only important for B2B companies if you’d rather not compete on price. If you’re comfortable you can undercut all your competitors and still maintain a profit margin, then you can skip this one.

If, on the other hand, you’d rather have clients willing to pay a premium for what you do, and value you for more than a great deal, then you may want to keep reading.

While many may associate branding with consumer products, its significance in the B2B sector cannot be understated. In this blog post, we will explore the importance of brand positioning, differentiation strategies, value proposition development, brand storytelling, consistent messaging and visual identity, and thought leadership in B2B marketing.

The Importance of Brand Positioning in B2B Services

Brand positioning refers to how a company differentiates itself from competitors in the minds of its target audience. In the B2B services industry, where businesses often offer similar solutions, a strong brand positioning can be a key differentiator. By clearly defining your unique selling points and communicating them effectively, you can establish your company as the go-to choice for potential clients.

Your brand positioning is quite simply the reason a potential client would choose you over a competing solution to solving their problem.

To figure out your brand positioning, it helps to triangulate it by knowing what problem your customers are trying to solve; what your capabilities are; where you are different from your competitors.

Differentiating Your Brand in a Competitive Market

In a crowded marketplace, standing out from the competition is essential. To differentiate your brand effectively, it's crucial to understand your target audience's pain points and tailor your messaging accordingly. Highlighting what sets your services apart and demonstrating how they address specific customer needs can help create a strong competitive advantage.

You want to take time to understand your ideal client and what the problem is they are trying to solve. Your messaging should focus on that and not your service or your company.

Developing a Unique Value Proposition for Your B2B Services

A value proposition is a concise statement that communicates the unique benefits customers can expect from choosing your services over others. When developing your value proposition, focus on addressing the specific challenges faced by your target audience and emphasize how your offerings provide tangible solutions or improvements. A well-crafted value proposition can help attract and retain clients by showcasing the value you bring to their business.

Your UVP is not a mission statement or a tagline. Your UVP is about your customer and what they can achieve, not what you can do. A simple formula for crafting your UVP is:

“We help (your target audience) to (what they are trying to accomplish) by (what you help them do).”

Before you can fill in the blanks, though, you need to first:

  • Find your target audience’s major pain points
  • Uncover what differentiates you from the competition

Crafting a Compelling Brand Story that Resonates with Your Target Audience

Storytelling has always been an effective way to engage audiences emotionally. In B2B marketing, crafting a compelling brand story helps establish an emotional connection with potential clients.

Your brand story should communicate your company's mission, values, and the impact you have on your clients' success. By sharing real-life examples and showcasing how your services have made a difference, you can build trust and credibility.

Building Brand Equity through Consistent Messaging and Visual Identity

Consistency is key when it comes to branding. By maintaining a consistent message across all marketing channels, you reinforce your brand's identity and ensure that customers recognize and remember you. This includes using consistent language, tone, and visual elements such as logos, colors, and fonts. A strong visual identity helps create a sense of professionalism and builds trust among your target audience.

This consistency also build familiarity. Studies have shown that consumers place more value and trust in brands that they are familiar with - even if they haven’t dealt with those brands themselves.

Positioning Your Brand as a Thought Leader in the Industry

Establishing your brand as a thought leader in the B2B services industry positions you as an expert and influencer within your field. Sharing valuable insights through blog posts, white papers, webinars, or speaking engagements not only helps educate your audience but also enhances your credibility.

By consistently providing valuable content that addresses industry trends, challenges, and best practices, you can position yourself as a trusted advisor for potential clients.

To develop effective thought leadership content, you first need to understand your target audience’s pain points. What do they worry about? What keeps them up at night?

Once you have that, think of innovative, fresh ways to solve those problems. Don’t focus on sales or promoting your product, just provide solutions to your ideal client’s problems.

You can communicate your thought leadership through a blog, white papers, videos, a podcast. Or, better yet, use multiple channels to get your message out. And keep it going. Becoming a thought leader takes time. Don’t give up if you find you’re not getting any traction after three or four months. The payoff for making it work is definitely worth the wait.


In conclusion, branding plays a critical role in B2B marketing by helping companies differentiate themselves from competitors, communicate their unique value proposition, engage their target audience through compelling storytelling, build brand equity through consistent messaging and visual identity, and position themselves as thought leaders in the industry. By investing time and resources into developing a strong brand strategy, B2B services companies can effectively scale their business in competitive markets.

Do you want to stay ahead of the competition and elevate your B2B marketing strategies? Book a free strategy session and get some advice on how to make your brand stand out.

Scaling Your B2B Services Business: Marketing Strategies for Success

The pressure to make strategic decisions that yield long-term value, amidst the rapidly changing market dynamics and fierce competition, can often feel overwhelming. Which activities are most likely to yield the predictable growth you’re looking for?

In this blog post, we will explore effective marketing strategies that can help you scale your business and achieve your growth objectives.

Identifying target markets and defining buyer personas

Before implementing any marketing strategy, it is crucial to identify your target markets and define your buyer personas. Understanding who your ideal customers are and what motivates them will allow you to tailor your marketing efforts effectively.

To effectively focus your marketing efforts, it’s useful to narrow that focus to your top 20% of customers. One way I suggest companies define this is by analyzing their current customers and ranking them by profitability. And then taking that list and noting which ones refer the most business to you.

By doing this, you will have a clearer picture of the types of clients you want to attract more of. And once you have this, you can begin to define the common characteristics that make them unique and use that to create buyer personas to focus your marketing .

For more detail on this process, read this.

Crafting a compelling value proposition

To stand out in a competitive market, it is essential to craft a compelling value proposition. Clearly communicate the unique benefits and value that your services offer to your ideal clients. Highlight how your solutions solve their pain points and differentiate you from competitors. A strong value proposition will attract prospects and drive conversions.

And if you don’t have a strong value proposition, your prospects will resort to comparing you based on price, which is never advantageous.

A great way to get at what that core message should be is by talking to those ideal clients, your top 20%. The problem you solved for them, the value you provided to them, is precisely what will attract those trying to solve the same problem.

Another great approach it to do some competitor research and identify gaps that you can claim. More on that in the next section.

Conducting a thorough competitive analysis to gain a competitive edge

A comprehensive competitive analysis is crucial for gaining a competitive edge in the market. Study your competitors' strengths, weaknesses, marketing tactics, pricing strategies, and target audience. Identify gaps in the market that you can capitalize on and differentiate yourself from the competition.

Begin by pinpointing both your direct and indirect competitors through tools like Google, industry reports, and social media. Next, scrutinize your rivals' offerings—products, services, pricing, and quality—to spot trends and unmet needs your business could fulfill.

Analyze their online presence, content marketing, and SEO tactics to gain insights into effective customer engagement and differentiation opportunities. Leverage customer reviews of competitors to glean what clients cherish and what they find lacking, guiding the refinement of your Unique Selling Proposition (USP).

Use a SWOT analysis to gauge competitors' strengths and weaknesses, positioning your USP to capitalize on opportunities and mitigate threats.

Leveraging digital marketing channels to reach your target audience

Digital marketing offers numerous opportunities to reach your target audience efficiently. Utilize social media platforms, content marketing, email marketing, search engine optimization (SEO), and pay-per-click (PPC) advertising to generate brand awareness and drive qualified leads.

Which tools you will use will depend on your ideal customer. Where do you need to be to get in front of them at the right time? To really understand this you need to do some customer journey mapping.

Implementing effective lead generation strategies to drive sales

The lifeblood of every B2B business is leads, well it’s actually customers, but it starts with leads! In an attempt to generate more leads, you can throw a lot of money at a lot of things these days – online ads, social media, radio, and the next new thing that the internet comes up with.

It’s frustrating, to say the least.

There are really seven areas you need to focus on to maximize lead generation and conversion:

  1. A core message and strategy of difference
  2. A website that converts leads
  3. SEO to make sure they find you
  4. Customer reviews and referrals
  5. Social media to create awareness and build trust
  6. Online advertising to capture people ready to buy
  7. Real time reporting to see what’s working and adapt quickly

You can learn more about these in The 7 Steps to Marketing Success.

Building brand awareness and credibility through thought leadership initiatives

Establishing yourself as a thought leader in your industry builds brand awareness and credibility. Share valuable insights through blog posts, industry publications, speaking engagements, or webinars. Position yourself as an expert in your field by providing educational content that addresses common challenges faced by your target audience.

Maximizing the impact of content marketing to attract and engage prospects:

Content marketing plays a vital role in attracting and engaging prospects throughout their buyer's journey. Create high-quality content that educates, entertains, or solves problems for your target audience. Use a mix of formats such as blog posts, videos, infographics, case studies, or podcasts to cater to different preferences.

When creating content it’s important to be strategic. There is a lot of content out there and it’s getting harder and harder to get noticed.

To help get your content noticed, and actually help you have to create less of it, you should align your content to each stage of the customer journey and use it to answer the questions your ideal clients have at each stage.

Setting measurable marketing objectives and key performance indicators (KPIs)

To track the success of your marketing efforts, it is important to set measurable objectives and key performance indicators (KPIs). These could include metrics such as lead generation, conversion rates, website traffic, or customer retention. By setting clear goals and tracking progress regularly, you can optimize your strategies and ensure they align with your overall business objectives.

Ensure that your marketing metrics have a direct correlation with your overall business goals. This alignment ensures that your marketing efforts contribute to the broader objectives of the company, providing value beyond just the marketing department.

Monitor these KPIs regularly. Don’t just set them and forget them. And if you’re getting reports from your marketing team or an agency, don’t be satisfied with the results at face value. Push these folks to tell you what the results mean and what actions they’ll be taking as a result of them.


Achieving predictable growth for your B2B services business is indeed possible with the right marketing strategies in place. By identifying target markets, crafting a compelling value proposition, setting measurable objectives, conducting competitive analysis, leveraging digital channels, implementing lead generation strategies, building brand awareness through thought leadership initiatives, maximizing content marketing impact, and measuring performance, you can achieve sustainable growth and success.

Remember to adapt your strategies as needed and stay up-to-date with industry trends to stay ahead of the competition.

Want to get a powerful baseline of what’s working and what’s not with your online presence? The Total Online Presence Audit give you that PLUS a roadmap to fix critical elements and a plan of action to attract more of your deal customers. Book yours today!

fast cash marketing campaigns

6 Marketing Campaigns You Can Run to Generate Revenue Right Now

Playing the long game, building your brand, establishing yourself as an expert, nurturing your leads are all great and proven strategies that every B2B business should be using, but sometimes you just need to generate some activity and revenue fast. Here are six simple campaigns that you can run today to generate some sales.

The premise behind most of these campaigns is that you already have people who are likely to pay money again, but you just haven’t asked them.

Many of them don’t require fancy automations or tools, they’re just straightforward ways to generate some revenue fast.

Campaign #1 – Call your past customers who have not purchased recently

The fastest path to more revenue is through the phone line. For this campaign you are going to call all of your past customers. That’s right, pick up the phone and actually call them. Here’s how it will work …

First, pull a list of all your customers – right from the very beginning. Then remove any customers who are active, whatever that means to you and it will depend on your business and sales cycle.

Once you have a list of all non-current customers, sort them by “last purchase date” with the most recent purchases first. You’ll likely have better luck with the recent past customers so start with them and work your way back to the older ones.

If you don’t have phone numbers for these people find a way to get them. If your customers are other businesses, you can do a Google search, or use one of the many third-party systems out there.

Campaign #2 – Email all past customers

This campaign is intended to support Campaign 1. Start by emailing your past customers on the list you created in that first campaign.

Then, when you call them, tell them you are calling to follow up on the email you sent. This is a warmer way to get into the conversation. And if they haven’t seen that email, they’re more likely to feel obliged to talk to you.

Your email can simply ask them if they have five minutes to hop on the phone to talk about whatever it is that you help them with.

If you weren’t able to find their phone number using other methods, you can ask them the best number to reach them at in the email.

Campaign #3 – Calling your ideal customers and asking for a referral

Your ideal customers are best defined as those customers who are most profitable and who refer business to you. In most companies, this accounts for about 20%. They already love you and you love them because they are profitable and would love to have more customers like them.

In this campaign, you’re going to simply call those folks up and ask them if they know anyone who has a similar problem as them who they could refer you to. Here’s a sample script:

Hi Dan, it’s Michael. Did I catch you at a bad time?
OK great, thanks. As the month/quarter/year winds down, we’re looking to bring in one or two more clients that we can help. I was calling to see if you had anyone in your network that could use our services. Totally no pressure, but you’re one of our best clients and we’d love to have more like you. Referrals are a great way for us to grow with great people.

(Discuss the fit if they have anyone)

Awesome. Are you open to making a 3-way email introduction?

Perfect! Once I get that introduction, I’ll personally respond. And if we end up working together, I’ll let you know. No matter what happens, I’ll let you know what happens with the relationship.

Campaign #4 Calling warm leads

There are all kinds of fancy, high-tech ways to nurture and warm a lead, but one of the most direct and simplest ways is using the phone.

Depending on your business, you’ll need to define which leads are the warmest. If you don’t have a formal way to score leads consider those who have had a sales conversation but not purchased, or have downloaded something from your website, or attended on online demo.

However you determine the list, get that list and then, pick up the phone and call them. Have a sales conversation. Task yourself to call 5 or 10 leads a day. If you aren't the person who has the sales conversations then maybe delegate that to the right team member. Keep doing it until you achieve your revenue goal.

Campaign #5 – Email all warm leads with a promotion

Once you’ve finished your phone campaigns and exhausted all your past clients and leads, you can move onto a larger-scale email campaign.

Try hosting a live webinar. It doesn’t have to be complicated. Create a 30-minute webinar that provides 2-3 pieces of useful information for your target audience.

Create a compelling title that will grab their attention – hint make it about how they can get a big problem solved, not how awesome you are (unless that is a direct link to their problem).

Then you’re going to send a minimum of three emails out to those same people you’ve been calling and you can expand the list a bit if you like.

Sent the emails out over the course of a week and hold the webinar within 10 days of the first email.

In the webinar, after providing the value transition to call-to-action. To sign up for a free trial, or book a strategy call, whatever that logical step is to move them to the next stage in the buying process.

If webinars aren’t something you can do, you can use this strategy using another promotion. It could be a useful tool they can download or a discount.

Be careful with discounts. Use them sparingly and make sure you aren’t running campaigns that don’t actually make you any money because of the discounts.

Campaign #6 – Increase your price by your profit margin

If you sell a product with a profit margin less than 30%, consider increasing your product price by your profit margin. That will mean customers are paying marginally more for your product but you're receiving double the profit.

For example, if you sell a something for $100 that costs $85 to produce and deliver, increasing your price to $115 doubles your profit.

You can take steps to justify the price increase by increasing the perceived value of your product. Consider adding in bonuses or tweaks to packaging that don’t cost you money. Maybe add additional ancillary services. You could also try running a partner marketing campaign and providing coupons for other businesses’ services in exchange for granting them access to your customers.

Think about all the different ways that you can increase the perceived value of your product so you can justify your price increase, and quickly and easily double your profits.

Give these marketing campaigns a try and watch your grow revenue right now. But keep in mind, these are not a replacement for a proper marketing strategy. Done right, they’ll provide you with a quick boost of cash, but they won’t work month-after-month.

For that kind of predictable growth you need a proven marketing system. Did I mention, I can help you with that? Learn how here.

content gap analysis to improve content marketing

Unleash the Power of Content That Your Competitors Are Overlooking

Content marketing is a great way to make your business stand out and establish your reputation with prospects, but it's also a lot of work and kind of hard. There is a ton of content out there and it's getting more and more crowded every day, every hour. Mark Schaefer called this phenomenon Content Shock when he first wrote about it a decade a go.

In this environment, it's no longer about crafting good content; it's about crafting the right content that fills the voids left by others. The good news is there is a tool you can use to help make your content marketing more effective. In this post we'll explore how you can use a content gap analysis to seize opportunities that are right under your nose but invisible to your competition. Dive in to transform your content strategy from following the pack to leading the charge in your market space.

What is Content Gap Analysis?

Content gap analysis is a strategic content marketing approach used to uncover content opportunities that competitors have overlooked. By identifying these gaps, your business can produce targeted content that meets your audience's needs and preferences, driving more traffic and engagement to your site.

Conducting a Comprehensive Content Gap Analysis

  1. Identify Your Competitors: Start by listing out your main competitors. Use tools like SEMrush or Ahrefs to get insights into their content strategies.
  2. Analyze Existing Content: Evaluate your own content to understand what topics you've covered and where you might be lacking.
  3. Discover Content Gaps: Compare your content with that of your competitors to identify gaps. Look for topics they haven't covered, questions they haven't answered, or perspectives they haven't considered.
  4. Prioritize Opportunities: Not all content gaps are worth pursuing. Prioritize based on search volume, relevance to your audience, and your business goals.
  5. Develop a Content Plan: Create a content calendar that addresses these gaps. Focus on quality, relevance, and user engagement to ensure your content resonates with your audience.

Leveraging Content Gap Analysis for SEO Success

  • Keyword Optimization: Use the insights from your analysis to target keywords that your competitors are missing.
  • Content Variety: Produce a mix of content types, such as blog posts, infographics, and videos, to cater to different user preferences.
  • User Intent: Tailor your content to meet the specific needs and intent of your audience, enhancing user experience and retention.
  • Continuous Monitoring: Content gap analysis is not a one-time task. Continuously monitor your market and adjust your strategy to stay ahead of the curve.

Implementing Your Findings

graph TD; A[Identify Competitors] --> B[Analyze Existing Content]; B --> C[Discover Content Gaps]; C --> D[Prioritize Opportunities]; D --> E[Develop a Content Plan]; E --> F[Execute & Monitor];

By following this structured approach, your business can uncover valuable opportunities to produce content that addresses unmet needs within your target market, enhancing your visibility, engagement, and authority in your niche.


Embracing content gap analysis is more than a tactical move; it's a strategic imperative for businesses aiming to outpace their competition in the digital arena. By identifying and filling these gaps, you not only enhance your SEO performance but also establish your brand as a thought leader, deeply attuned to the needs and questions of your audience.

Implement this guide's steps to transform your content strategy, engage your audience more effectively, and achieve the online prominence your business deserves.

If you love the idea of a content gap analysis for your business, but your schedule is already a little full, let's talk about how I can help. I've helped dozens of businesses develop effective content programs that deliver real results as part a marketing system that attracts customers willing to pay premium for what you do. Book a free strategy session today.

digital marketing strategy

5 Digital Marketing Strategies to Scale Your Business

Do you feel like your competitors are eating your market share? Are you seeing your them dominate with a lower quality offering?

It’s tough to stand out in a crowded market, but it’s not impossible.

Here are five digital marketing strategies that promise not just visibility, but meaningful growth for B2B service companies:

Content Marketing Tailored to Niche Markets

Beyond the generic, your content must speak directly to the nuanced needs of your prospects. Whether it's through insightful blog posts, detailed guides, or case studies, providing value upfront establishes your firm as a trusted resource. Remember, it's not just about broadcasting your services; it's about enriching your audience's knowledge base.

Search Engine Optimization (SEO)

The art of SEO goes beyond mere keywords. It's about optimizing your online presence to rank higher in search results for queries specific to your ideal clients. Conduct keyword research to determine which terms will have the highest ROI for you. Implement structured data, improve site speed, and ensure mobile responsiveness to cater to the increasingly mobile-first world.

Social Media Engagement

Use platforms where your target market is most active to build relationships rather than just promote services. LinkedIn can be particularly effective for B2B communication. Share your expert insights, engage in industry conversations, and use targeted advertising to increase visibility among the business community.

Email Marketing with Personalization

Email remains a powerful tool, especially when personalized. Segmented email campaigns that address specific client needs or interests can significantly increase engagement rates. Automation tools can help personalize these communications at scale, ensuring your message resonates with each recipient.

Webinars and Online Workshops

Position your firm as an industry leader by hosting informative sessions on relevant topics that address the problems your ideal customers are trying to solve (here's how you find out what those are). These sessions not only provide value to attendees but also foster a sense of community and loyalty towards your firm.

Each of these strategies is a thread in the broader fabric of your digital marketing efforts. By weaving them together thoughtfully, your firm can not only attract the right audience but also build lasting relationships that translate into business growth. Remember, the goal is to be a beacon of knowledge and reliability, guiding your clients through their challenges with ease and expertise.

Book a free consultation for even more specific opportunities to scale your business.

using competitive research to create your unique selling proposition (USP)

Conducting Competitive Analysis to Identify Your Unique Selling Proposition

Lots of marketing gurus will tell you that it's important to differentiate your business from the competition, but do you know why?

Let me ask you this. What do you think your potential customers will use to compare you to the competition if you haven’t taken steps to make yourself stand out?

It’s one of the biggest mistakes I see businesses make.

If you don’t give them any other yardstick to use, your potential customers will default to comparing you based on price.

You are literally creating a legion of price shoppers who don't value your quality or expertise, always want the best deal, and will jump ship the moment someone else undercuts you.

You don’t ever want to be in that position and you don’t need to be. In this post, I’m going to show you how you can use competitive research to help identify your business's unique selling proposition (USP).

7 Steps to Use Competitive Research to Create a USP

1. Identify Your Competitors

Sounds obvious but start by listing direct and indirect competitors. Use tools like Google, industry reports, and social media to gather a comprehensive competitor landscape.
 To really get at this, you need to know the precise problem your clients are trying to solve. When you get clear on that, you may find some non-obvious solutions (competition) comes to mind.

2. Analyze Their Offerings

Once you have your list examine the products, services, pricing, and quality of your competitors. Look for patterns in their offerings and identify gaps your business could fill.

3. Assess Their Marketing Strategies

Study their website, social media presence, content marketing efforts, and SEO strategies. Understanding their approach to customer engagement can offer insights into market expectations and areas for differentiation.

4. Gather Customer Feedback

Customer reviews and feedback on your competitors can provide valuable insights into what customers value and what they feel is missing. This information can guide the development of your USP.

5. Monitor Market Trends

Keep an eye on industry trends and how your competitors are adapting to these trends. This will help you anticipate market shifts and align your USP accordingly.

6. Evaluate Their Strengths and Weaknesses

Use a SWOT analysis to objectively evaluate the strengths, weaknesses, opportunities, and threats of your competitors. This will help position your USP to leverage their weaknesses and your strengths.

7. Test Your Findings

Validate your competitive analysis by testing your conclusions with market research, surveys, or A/B testing to ensure your identified USP resonates with your target audience.
 Even test drive it with some of your current ideal clients and see if it resonates.

How a Fractional CMO Adds Deeper Value

A fractional Chief Marketing Officer (CMO) can significantly enhance this process with expertise in market analysis, strategy development, and execution. My expertise lies in crafting strategies that identify and capitalize on your USP, ensuring your marketing efforts are effective and efficient. Book a free strategy session, and let's talk about your business.

do you need a fractional cmo?

7 Signs Your Company Needs a Fractional CMO

What is a Fractional CMO

A Fractional CMO is a marketing leader who works with your business to develop and implement effective marketing strategies on a part-time basis. Many businesses need the expertise of a senior marketing leader to take them where they want to go but can’t afford or aren’t ready for a full-time CMO. A Fractional CMO is usually the answer for those companies.

Signs Your Business Needs a Fractional CMO


1. You’re experiencing stagnant growth

When growth plateaus, it's often due to outdated strategies or missed opportunities. You need a different mindset to get you out of that state than the one that got you into it.

A Fractional CMO can inject new life into your growth plans by identifying untapped markets, refining your value proposition, and developing innovative strategies to capture new business segments.

2. You lack a true marketing strategy and someone accountable for it

If your sales team is creating their own marketing material, or your marketing team is be reacting rather than planning.

A Fractional CMO utilizes their expertise to develop a sound marketing strategy to move your business forward and then manages all the players to make sure the work gets done and KPIs are met.

3. You’ve got client acquisition and retention challenges

Struggling to attract or retain clients signals a need for better engagement strategies. A Fractional CMO can introduce targeted marketing campaigns, develop personalized client experiences, and implement retention and referral programs to improve both acquisition and retention rates.

4. You’re having trouble attracting and retaining staff

Struggling to fill vacancies isn’t just (or at all) and HR problem, it’s really a marketing problem. Why isn’t your brand resonating with the people who could fill those roles and help you grow?

A Fractional CMO can identify the weaknesses in your brand and the gaps in your approach to help candidates see themselves as part of your team by creating and implementing an effective recruitment marketing strategy.

5. You have limited marketing resources

Limited resources often lead to inefficient marketing. A Fractional CMO, with their expertise, can maximize your marketing budget, focusing on high-ROI activities and streamlining efforts to ensure the most effective use of resources.

They can also build and manage your team to create a powerhouse marketing function for your company.

6. Your marketing efforts are inconsistent

If your marketing activities are not having the impact you intended it could be because they are inconsistent. Disjointed marketing efforts can harm your brand's perception and fail to engage your ideal clients.

A Fractional CMO brings coherence and consistency to your marketing initiatives, ensuring all campaigns are aligned with your firm's goals and presenting a unified brand message.
 They become wholly accountable to overseeing implementation of the plan they create and achieving the desired KPIs.

7. You lack a marketing strategist with executive marketing insights

You may have a team that can execute marketing tactics, but without a leader who can apply their in-depth marketing knowledge to develop a sound strategy, firms may struggle to compete – and marketing teams may not grow and evolve.

A Fractional CMO fills this gap by bringing their extensive experience to the table, guiding your team through the complexities of modern marketing and staying ahead of industry trends.
 By mentoring your team, they will grow and provide a stronger long-term asset for you.

Recognizing these signs and acting on them can be the key to transforming your firm's marketing efforts. A Fractional CMO is not just a stop-gap solution; they are strategic partners who can propel your firm towards long-term success.

content marketing for small businesses

Why Content Marketing for Small Businesses is Essential in 2024

Content marketing lets you get your business name and brand out in front of your target audience. Effective content speaks to your customers' pain points, offering solutions and guiding them on their customer journey.

Content increases your visibility online, casting your business as the authority in the industry and driving traffic to your website. Among small businesses, 99% report that they see positive results from their content marketing efforts.

However, the key lies in learning how to employ content marketing effectively. If you run a small business and want to build revenue for your brand, here is what you need to know.

Why small businesses need content marketing

Content marketing generates three times as many leads as other strategies, commonly called traditional outbound marketing. With content marketing, your goal is to create material that addresses the issues that matter the most to your customers.

For example, if you have a plumbing business, you might create material that explains how homeowners can protect their pipes in the winter. If you run an IT firm, you might create content outlining basic cybersecurity practices all businesses should have in place. This material helps customers see you as the trusted authority. Then, when they have problems with their pipes in the future, or they realize keeping up with all the cybersecurity practices has become too much for them, they turn to your businesses for help.

The internet has become a critical component of people's daily lives. Eighty-one percent of retail shoppers say that they will make online searches before they make a purchase. Similarly, 90% of B2B buyers will start their shopping journey with an online search. You want to make sure you have produced quality content that your target customer discovers as they make these online searches. Content marketing is your cornerstone.

Content marketing for small business acceleration pack

Jumpstart Your Content Marketing with the Accelerator Pack

The benefits of content marketing for small businesses

Content marketing offers several benefits for small businesses that you will want to seize. Here are some of the most common advantages we see:

  • You increase the visibility of your site. When you have content that regularly answers customers' needs, your site will become more visible to customers as they search online.
  • You will drive more traffic to your site. Increased visibility means more visitors and more people can enter your sales funnel.
  • You increase your brand reputation. Quality content associates your brand with expertise.
  • Your content marketing can serve you for years to come. Unlike an ad that disappears after it runs, the content lives on your site as long as you maintain it. That article you wrote can still attract customers months or years later.

How to get started with content marketing for small businesses

Now that you have begun to see some of the benefits of incorporating content marketing into your brand strategy let's explore how you can get started with content marketing. Done right, content becomes the voice of your strategy. And that means you

Step 1. Know who you want to target. You need to identify precisely who your target clients are. Consider factors like their income, background knowledge, budget, and who else has to sign off on their purchase decisions.

Step 2. Identify what matters to these target customers. Know what your customers are concerned about and what questions they have. Look at competitor sites, research keywords related to your industry, ask your sales team what customers ask, and ask your existing customers what they want to learn more about.

Step 3. Create a content calendar. A calendar helps you keep your content focused and on track. For example, if you want to produce a blog post every Friday, you might create a three-month calendar outlining your topic for each week so that all you have to do is sit down and write.

Step 4: Promote your content. Remember to call people's attention to your new content through platforms like social media. Let people know when you put out a new piece of content to start bringing in traffic.

Creating a content marketing strategy for small businesses

Eighty percent of those who excel with content marketing have a documented strategy. To create this strategy, you want to identify your goals with content marketing. For example,

  • Do you want to increase traffic?
  • Do you want to increase sales?
  • Do you want to increase your market share?
  • Do you want to raise your website on the search engine results page (SERP)?

Once you know how you want to succeed, you can then identify the indicators you will use to measure your success. Knowing what you want to achieve with your content will also help you choose your content topics and target your audience effectively.

Therefore, create a basic content strategy that outlines:

  • What you want to achieve
  • Who you are targeting
  • The topic you want to cover
  • How you will measure your results.

Measuring the success of your content marketing efforts

Finally, as you put your strategy into action, make sure you carefully measure your success. Use the metrics you defined earlier to monitor your success as you develop your content. Note which content is more or less popular and how customers interact with your content before buying. These insights will help you refine your strategy moving forward.

Build your small business with content marketing

Content marketing for small businesses can help power visibility and success. If your company has not yet implemented a content marketing strategy, consider how you can use this information to raise your visibility and bring customers to your door.

If you'd like more insights on how content marketing can help your business scale, book a free consultation and let's talk.



Why Email Marketing is Essential for Small Business Growth

Social media may get all the praise. But email does the heavy lifting in marketing. With over 4 billion active users and an ROI of $36 for every $1 spent, email marketing for small businesses can transform your ability to acquire customers, nurture leads, and increase sales to grow your business. Let's look at this often underutilized small business marketing tool.

Why small businesses need email marketing

Email marketing gives small to medium brands direct access to a communication channel that most people use to do business, interact with companies, and manage their personal lives. It allows small businesses to cut through the noise generated by big brands with their massive budgets to make a real connection with a customer.

Email is a crucial tool to keep top of mind with prospects and customers, nurturing those relationships and driving more purchases and re-purchases.

How to build an email list for small businesses

The most effective email lists for small businesses are always permission-based. This means that people choose to sign up. If you start sending emails to someone who doesn't want them, the messages end up in a spam folder.

Modern email platforms see this. It influences their automatic spam-routing algorithms to send your emails straight to junk so fewer people see them first. To prevent this, you must encourage people to subscribe to receiving your emails. This is not only a good idea, but is the law in certain jurisdictions such as Canada and the EU.

Generally, small businesses do this by offering something in return for an email. What you offer varies by industry but must be of value to the customer. Something that helps them solve the problem they have, such as:

  • Discount
  • Case study
  • Report
  • eBook
  • Whitepaper
  • Template
  • Quiz results
  • Contest submission

As a small business, you'll want to communicate this offer in multiple locations, such as:

  • Homepage pop up
  • Influencer promotion
  • Social media contests
  • In-person events
  • Social media and Google ads
  • Inside your blog posts, videos, quizzes, or other content
  • Opt-in buttons during checkout

email marketing and more

Creating effective email campaigns for small businesses

To build an effective campaign, you must first know what you want to accomplish with email. Set some goals for your campaign. Be specific. Some common goals for email marketing for small businesses include:

These are also some of the easiest goals to tackle first with email. Generate quick wins with email before you take on lead nurturing and email drip campaign selling, which are more complex.

Let's say you want to reduce abandonment. Here's how to get started.

  • Collect an email at the beginning of the checkout.
  • Compose a friendly reminder email.
  • Set up automated emails that go out within 30 minutes to an hour of abandonment.
  • Track the email's performance.
  • Test and optimize.

Measuring success with email marketing for small businesses

It's important to know what to measure in your campaigns and start tracking those metrics to learn what works best as you make changes.

Here are some top email metrics you should track and what poor performance means.

Open rate. A low open rate may suggest an issue with timing or the headline. Test both to make it the best it can be.

Click-through rate. If people open the email but don't click on the links you want them to, the value or call-to-action (CTA) in your email may need to be improved.

Bounce rate. A high bounce rate means people aren’t even receiving your emails. Check the email addresses. It could have been a typo or a bogus email. Take action accordingly.

List growth rate. You want new sign-ups to outpace unsubscriptions. If they're not, focus on increasing the quality and relevance of your emails. Make sure you're being conversational rather than promotional. You gain interest, trust, and loyalty this way, which reduces unsubscribes. To increase sign-ups, revisit how you are building your list (see section above).

Spam rate. If a high percentage of your emails are going to spam, email providers will block you. So, it's crucial to fix this fast. Reconsider your emails' frequency and messaging and ensure people on your list have opted in.

Best practices for small business email marketing

Each audience is a little different. But you can't go wrong if you start with these best practices for small business email marketing.

  1. Be transparent. Don't opt people into email automatically. Communicate value so they choose you.
  2. Optimize for mobile. Roughly half of emails are now opened on mobile.
  3. Make the most of welcome emails. Welcome emails have 4 to 10 times the open rate of routine emails. Make the most of it by demonstrating the value they've signed up for.
  4. Perfect your subject line. Make it click-worthy but also representative of what the email is about. Test its performance to improve open rates.
  5. Create compelling CTAs. Communicate the value of clicking the CTA links in your emails.

Email Marketing for Small Businesses

Email marketing for small businesses can be a game changer, helping you maximize the impact of your other marketing efforts by funnelling customers into a location where you can have their undivided attention.

But this attention is earned. Betray that trust, and your audience can easily unsubscribe.

Follow these tips to experience the ROI email can generate for small businesses.

Book a free consultation to learn more about how to make the most of email in your business.

What is a fractional CMO?


In today's business world, it's difficult to stay ahead of the competition, especially for growing businesses that can't afford the big salary of an experienced Chief Marketing Officer (CMO). One way to do this is by hiring a Fractional CMO. But what exactly is a Fractional CMO, and why do you need one?

A Fractional CMO is a part-time, senior-level marketing executive who provides strategic marketing leadership to your organization. They work with you on a contract basis, providing the same level of expertise as a full-time CMO, but at a fraction of the cost.

Why do you need a Fractional CMO?

Well, marketing is an essential part of any business. Without a solid marketing strategy, it can be difficult to attract new customers and retain existing ones. A Fractional CMO can help you develop a comprehensive marketing plan that aligns with your business goals and drives growth.

Benefits of Hiring a Fractional CMO

  • Cost-effective solution: As I mentioned earlier, a Fractional CMO can provide the same level of expertise as a full-time CMO, but at a lower cost. This is because you only pay for the services you need, and you don't have to worry about the costs associated with a full-time employee.
  • Flexibility: A Fractional CMO is a contract-based position, which means you can adjust their services to meet your needs. If you only need their services for a few hours a week, that's okay. If you need them to work on a project for several months, that's also okay. This flexibility allows you to get the services you need when you need them.
  • Expertise: A Fractional Chief Marketing Officer brings a wealth of knowledge and experience to your organization. They have worked with many different companies and industries, which means they can provide a fresh perspective on your marketing strategy. Additionally, they have the skills and expertise to develop a comprehensive marketing plan that aligns with your business goals.

How to Hire a Fractional CMO

  • Define your marketing goals: Before you hire a Fractional Chief Marketing Officer, you need to define your marketing goals. What do you want to achieve with your marketing strategy? Do you want to increase brand awareness, drive sales, or something else? Defining your marketing goals will help you find a Fractional CMO who has the right skills and expertise to help you achieve those goals.
  • Research: Once you have defined your marketing goals, it's time to start researching Fractional CMOs. Look for companies or individuals who have experience in your industry and have a proven track record of success.
  • Interview: Once you have a list of potential candidates, it's time to start interviewing them. Ask them about their experience, their approach to marketing, and their availability. This will help you find the right Fractional CMO for your organization.
  • Contract: Once you have found the right person, it's time to draw up a contract. Make sure the contract includes the scope of work, the timeframe, and the compensation.

Hiring a Fractional CMO can be a cost-effective way to get the marketing expertise you need to grow your business. By defining your marketing goals, researching potential candidates, and interviewing them, you can find the right person for the job. With the help of a Fractional CMO, you can develop a comprehensive marketing strategy that aligns with your business goals and moves your business forward.

The Good Ideas Marketing Fractional CMO Program

If you would like to learn more about our Fractional CMO Services offerings, book a free discovery call. All of our engagements begin with a strategic review and development of a marketing action plan. We identify the gaps and opportunities that will deliver you the highest return on investment and fastest business growth.

Our services includes:

  • Developing and implementing marketing plans, short-term and long-term
  • Conducting market research and analysis
  • Identifying target audiences and creating buyer personas
  • Creating and managing digital marketing campaigns
  • Analyzing and reporting on campaign performance
  • Developing and managing social media strategies
  • Developing and managing content marketing strategies
  • Collaborating with sales teams to create effective sales enablement materials
  • Leading your marketing team and inspiring team members
  • Hiring new employees and building out your team for success

Book a free discovery call and find out if a Fractional CMO is a good fit for your business.